Rooftop assists Christian coalition's outreach effort

WASHINGTON: The Evangelical Climate Initiative (ECI), a coalition of 85 prominent evangelical Christian leaders, last week launched a three-pronged PR and ad push targeting the religious, political, and environmental media and communities.

WASHINGTON: The Evangelical Climate Initiative (ECI), a coalition of 85 prominent evangelical Christian leaders, last week launched a three-pronged PR and ad push targeting the religious, political, and environmental media and communities.

ECI is working with Rooftop MediaWorks, a firm that primarily represents Christian causes.

Jim Jewell, the firm's managing partner, noted that ECI offered The New York Times an exclusive on the story, which ran the day of a press conference at the National Press Club. About 100 journalists attended or phoned into the conference, and ECI reps will travel to New York for more interviews, he said.

"This isn't only educational; it's a call to action," said Jewell about the campaign.

ECI is pushing Congress - through outlets such as Roll Call - for legislation to address climate change. The firm is also publicizing a poll showing that 70% of "grassroots" evangelicals worry about global warming, and of those, 72% want the government to act, Jewell noted.

Messages to Christian groups will educate them on the dangers of global warming while stressing the "spiritual" reasons for protecting the environment.

PR will be supported by TV, radio, and print ads in outlets ranging from The New York Times to Christianity Today.

Not all evangelical leaders support the cause, though. The Interfaith Stewardship Alliance and the National Association of Evangelicals, claim that ECI doesn't represent the "vast majority of evangelicals" and that there is "ongoing debate" about global warming.

The groups are waging a counter campaign in the media, using scientists to discredit some of the science behind global-warming concerns.

Jewell noted that ECI isn't directly taking on its critics, but instead using the cause's momentum among evangelicals.

"This isn't a partisan or political issue," he said. "It's a moral and biblical issue," he said.

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